Articles tagged “soft brands”

In this video from Skift Asia Forum 2026, Andrew Langdon, chief development officer at Accor, explains how generational shifts and rising competition are accelerating hotel brand conversions across Asia, with mid-scale and economy properties driving most of the growth.

The data is clear: food-led hotels only outperform when they're not competing with a vibrant local dining scene. Minor Hotels and a wave of other hotel groups will have to place their new culinary-themed brands carefully.

The launch shows Marriott pushing deeper into midscale with a brand built for portfolio deals, not just one-off conversions.

IHG’s 21st brand underscores how major hotel groups are multiplying “collection” labels to capture independents, even as questions about portfolio overlap grow louder.

Choice must prove its partner-led, franchise-only model can overcome a regional track record of slow builds and unrealized projects.

For years, IHG was a midmarket powerhouse, with only InterContinental as a luxury side hustle. Now it has five luxe brands, but it must differentiate carefully.

Kessler Collection hands hotel operations to Highgate, keeping ownership to focus on expanding its boutique brands faster.

Emblems shows Accor’s soft-brand ambitions at the high end. It looks smart on paper, but it only adds value if Accor keeps it feeling selective.

Preferred’s real advantage may not be flexibility or cost. It’s relationships. Whether that scales in an increasingly transactional market is the bigger question.

IHG’s decision to debut its new soft brand outside of the Americas says a lot about its strategic thinking.